The soft TV ad market this year extended even to Super Bowl XLIX, where NBC didn't declare inventory sold out until days before the game. Among returning advertisers, Coca-Cola and GoDaddy each bought one commercial instead of the two they ran in 2014. Automakers, too, didn't crowd the field as much as in recent years.

But there were about 15 new advertisers in the 2015 game, especially in digital commerce and technology, giving the ad contest a fresher flavor. And enough didn't release their ads early that there remained a reason to watch the commercial breaks during TV's biggest event of the year.

Always (P&G) [HALFTIME]

Buy: One 60-second spot condensing a three-minute video that went viral last summer. Always is one of many first-time Super Bowl advertisers this year.

Creative: The video by Lauren Greenfield, Sundance Film Festival award-winning creator of "The Queen of Versailles," takes issue with generations of playground taunts about people running, throwing or fighting "like a girl." It asks: "When did doing something 'like a girl' become an insult?"

Agency: The original video effort was led by Leo Burnett offices in Chicago, Toronto and London (including Holler), with support from Publicis Groupe siblings MSL Group on PR and Starcom MediaVest Group in media.

Pre-release: Although the longer film had been out since June, the 60-second cut for the Super Bowl debuted on NBC's "Today" show on Thursday, Jan. 29.

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Avocados From Mexico

Buy: One 30-second spot near the end of the first quarter

Creative: The commercial depicts the "first draft ever," in which countries pick flora and fauna the way pro football teams pick prospects out of college. (Despite the polar bear's best hopes for a beach location, Mexico picks the avocado.)

Buy: The company has secured a total of seven 30-second ad units -- or 210 seconds -- for the game. That's slightly down from last year's 240 seconds of airtime. In Super Bowl XLVIII in February, 2014, the brewer's critical and costly Super Bowl play totaled three ads for Bud Light and two for Budweiser.

Pre-release: Bud Light released its Pac-Man commercial on NBC's "The Tonight Show With Jimmy Fallon" on Jan. 22. Budweiser released its "Lost Dog" ad on the "Today" show on Jan. 28.

Advertising Age Player

BMW

Buy: One 60-second spot during the first quarter

Creative: BMW is back after a four-year break to promote its all-electric i3, using a commercial starring Katie Couric and Bryant Gumbel marveling over "internet" in 1994, only to be equally wowed by the new i3.

Agency: KBS handled creative duties and UM handled media buying.

Pre-release: BMW played the Couric-Gumbel ad on the "Today" show on Monday, Jan. 26, to kick off the week leading into the game.

Carnival Corp.

Buy: One 60-second spot, the company's first Super Bowl ad, as part of its campaign promoting its full range of brands. Carnival Corp. owns brands including Princess Cruises, Cunard, Holland America Line, Costa Cruises and Seabourn.

Creative: The company in December released four potential commercials and asked consumers to vote for their favorite, which will ultimately run in the game. Voters were entered in a contest promising a yearly cruise for life.

Creative: The ad will "tackle the pervasive negativity polluting social media feeds and comment threads across the Internet," the company said. Coca-Cola ran two 60-second spots in the 2014 game, one shot in Green Bay and showing an underdog high school football player scoring a touchdown, and the other featuring people singing "America the Beautiful" in a variety of languages.

Agency: Wieden & Kennedy, which made both of Coca-Cola's 2014 Super Bowl ads.

Pre-release: Coke began running teasers on Monday, Jan. 26, a week before the game, but said the full spot won't air until game day.

Discover Card

Buy: One ad in the second quarter

Creative: Not disclosed. Discover hasn't been in the Super Bowl since 1986, when its ad showed a high jumper trying to reach new levels and William "The Refrigerator" Perry player in the game for the Bears.

Agency: The Martin Agency

Pre-release: Discover is not expected to release its Super Bowl commercial before it airs during the game.

Doritos (PepsiCo's Frito-Lay)

Buy: Two 30-second commercials

Creative: Doritos is bringing its "Crash the Super Bowl" contest, which asks consumers to come up with its ads for the big game, back for the ninth year in a row.

Pre-release: Dove went ahead and posted a 60-second version of "Real Strength" on Jan. 19, revealing an ad similar to a recent Dove Men + Care Father's Day film, a montage showing children young and old variously exclaiming "Daddy" or "Dad."

Advertising Age Player

Esurance

Buy: Not disclosed. Last year Esurance won tremendous publicity on the cheap, relatively speaking, by using the first commercial slot after the Super Bowl ended to announce a $1.5 million sweepstakes people could enter by posting tweets with the hashtag #EsuranceSave30. For 2015, the insurance company is advertising during the game itself for the first time.

Creative: Not disclosed

Agency: Leo Burnett, Chicago

"Fast & Furious: Supercharged" (Universal Pictures)

Buy: One ad

Creative: A preview for "Fast & Furious: Supercharged."

Agency: Internal

Fiat Chrysler

Buy: Three ads: one after the first half's two-minute warning, and two during the third quarter

Creative: GoDaddy originally said it would air "Journey Home," an ad playing on Budweiser's puppy ads by showing a couple elated to see their lost puppy again -- because they've already sold him to Danica Patrick through the internet. But hours after releasing the ad online on the Tuesday before the Super Bowl, GoDaddy reversed course and said it wouldn't use it (you can still see it here), citing emotional complaints from pet lovers. GoDaddy has moved away from its earlier, sexually-suggestive Super Bowl strategy, but seems to still have a knack for PR.

Agency: Barton F. Graf 9000

Pre-release: GoDaddy revealed "Journey Home" on NBC's "Today" on the Tuesday before the Super Bowl, Jan. 27. It reversed itself the same day and pulled it from YouTube.

Jublia (Valeant Pharmaceuticals)

Buy: One ad in the third quarter to promote the toenail fungus treatment, the first Super Bowl appearance for Valeant

Creative: Not disclosed

Agency: Harrison and Star

"Heroes Charge" (uCool)

Buy: One 15-second spot in the fourth quarter

Creative: Animation of characters from the mobile game in combat

Agency: TBD

Kia

Buy: One 60-second spot. Kia is making its sixth Super Bowl appearance in a row in 2015.

Creative: Former "Remington Steele" and James Bond actor Pierce Brosnan will appear to promote the 2016 Kia Sorento.

Agency: David & Goliath, which created last year's Super Bowl ad starring Laurence Fishburne in his "Matrix" role.

Pre-release: The spot went live online on Jan. 26, the Monday before the game.

Lexus (Toyota)

Buy: Two 30-second ads, for the brand's second outing in the Super Bowl.

Agency: Walton Isaacson created "Make Some Noise"; "RC Illusion" is from Team One.

Pre-release: Lexus posted "Make Some Noise" online on Jan. 14, more than two weeks before the game, making it the first marketer to pre-release its spot. Going early may have been a smart move, given the sleek but not hugely memorable footage. Although "RC Illusion" was based on footage posted to YouTube earlier, the Super Bowl version was publicized only on the Sunday of the game.

Creative: The ad will be the the latest installment of Loctite's less-than-a-year-old #WinAtGlue campaign.

Agency: Fallon, Minneapolis

McDonald's

Buy: McDonald's is prepping a 60-second Super Bowl spot in the 2015 game, after years of opting out and advertising instead in the pre-game slot just before kickoff.

Creative: McDonald's is letting everyone know that for two weeks in February it will randomly accept different forms of payment -- like giving someone a hug or calling your mother and telling you loving her. The effort uses the "I'm lovin' it" tag.

Creative: One spot tells the story of Estella Pyfrom, who brings technology access to underserved kids with her Brilliant Bus (complete with Microsoft technology); the other shows how six-year-old Braylon O'Neil, who was born missing the tibia and fibula bones in both of his legs, can now thrive and play thanks to the help of Microsoft technology. Both are narrated by Common and feature speeches made by Microsoft CEO Satya Nadella.

Agency: Not disclosed

Mophie

Buy: One 30-second ad

Creative: The spot shows a world in peril as God's smartphone battery runs low. One of many first-time advertisers in the Super Bowl, the marketer of charging accessories and cases for smartphones is aiming to significantly increase its name recognition.

Pre-release: No way. That "takes away much of the magic," an executive said. Later it released the first 10 seconds, apparently trying to have things both ways.

No More

Buy: The NFL is donating 30 seconds of its commercial airtime during the first quarter for a PSA on behalf of No More, an organization formed in 2013 to combat domestic violence and sexual assault. No More has been running PSAs during NFL games all year.

Creative: A woman calling 911 pretends to order a pizza as she covertly alerts the operator that her abuser is in her house. The ad does not include any NFL branding.

Agency: Grey, the NFL's ad agency. Grey donated its time for the ad, according to the agency. The NFL covered production costs.

Pre-release: The ad was released on Jan. 26, the Monday before the game.

Paramount

Buy: One 30-second commercial in the second quarter

Creative: A trailer for "Terminator Genisys"

Agency: Internal

Pre-release: Although not the first preview available for the "Terminator" reboot, the particular one in the Super Bowl went online Jan. 29

Creative: The spot shows Mr. Rose walking through a hallway at his house that's stocked with baseball memorabilia, making fun of the fact that he's banned from the Baseball Hall of Fame.

Agency: Siltanen & Partners

Pre-release: Skechers began publicizing its buy on Jan. 29, the day it said it finalized the buy, and provided the spot then too, but it's not even a new ad, so many viewers had already seen it long before the Super Bowl teams were set. (It's actually got a new ending and new shoes, a Skechers rep pointed out.)

Skittles (Mars Inc.)

Buy: One 30-second ad in the first half

Creative:Skittles will appear in a commercial during the Super Bowl this February for the first time, according to people familiar with the matter, but it isn't clear what form the ad will take. Skittles was a big winner in last season's Super Bowl even without an ad because Seattle Seahawks star Marshawn Lynch is a notorious fan, but it isn't using him in the Super Bowl ad now that it has one. Skittles began promoting its commercial in early January with a video showing former NFL great Kurt Warner already tailgating outside the stadium where the Super Bowl will be played. It followed up right before Super Bowl Media Day with a fake press conference with the press-averse Mr. Lynch.

Creative: The commercial will continue Snickers' "You're Not You When You're Hungry" campaign, introduced by BBDO, New York, with an ad starring Betty White in the 2010 Super Bowl. Ms. White will not appear in the 2015 Super Bowl ad, but it looks like Danny Trejo and some kind of "Brady Bunch" riff will.

Agency: BBDO, New York

Pre-release: Mars doesn't usually release its Super Bowl ads early but this year tried something new: promising to reveal the whole ad if a teaser generates 2.5 million social media engagements such as views, likes or shares on Youtube, Facebook or Twitter. It wound up debuting the full commercial on NBC's "Today" on Thursday, Jan. 29.

Advertising Age Player

Squarespace

Buy: One 30-second commercial

Creative: Instead of airing a traditional ad that discusses the benefits of Squarespace's service during the big game, the company's commercial will promote Jeff Bridges' "Sleeping Tapes" project, which uses the service. Squarespace is making its second Super Bowl appearance, following a debut in 2014. It joins another web development platform, Wix.com, which will air its first spot during the 2015 game, as well as web-hosting company and chronic Super Bowl advertiser GoDaddy.

Agency: Wieden & Kennedy, New York, in a departure from the 2014 approach, when Squarespace developed its ad internally.

Pre-release: The company released "The Cliff -- DreamingWithJeff.com" on Jan. 28, the Wednesday before the game.

Sprint

Buy: One ad during the third quarter

Creative: Not disclosed

Agency: Deutsch L.A. is Sprint's agency of record since December

T-Mobile

Buy: Two commercials. Last year T-Mobile ran three ads during the game.

Creative: One ad stars Kim Kardashian West, who first announced the spot to her 28 million-plus Twitter followers, appealing to consumers to "Please, help save the data" in a mock-PSA promoting T-Mobile's data-rollover plan. The other stars Chelsea Handler and Sarah Silverman.

Agency: Publicis, Seattle

Pre-release: The Kardashian ad debuted on TBS's "Conan" on Jan. 26, the Monday before the game.

Creative: Toyota is back for its third consecutive Super Bowl with a commercial starring Team Toyota athlete Amy Purdy, a U.S. Paralympic Team snowboarder, and another celebrating "great, bold dads" to promote the new Toyota Camry, said Jack Hollis, VP-marketing, Toyota. Toyota's 60-second 2014 Super Bowl ad featured Terry Crews and The Muppets, while the 2013 commercial starred "The Big Bang Theory" actress Kaley Cuoco.

Creative: Weight Watchers is preserving the mystique of its Super Bowl ad, declining to disclose details early, but could seize on the irony of trying to sell a weight loss message during a national snackathon. Its recent campaign, "Help With the Hard Part," shows the complex relationships that people have with food.

Agency: Wieden & Kennedy, its agency of record

"Tomorrowland" (Walt Disney Studios)

Buy: One ad

Creative: A preview for "Tomorrowland," a sci-fi adventure slated for May release and starring George Clooney with a screenplay co-written by Damon Lindelof

Agency: Internal

Wix.com

Buy: A 30-second spot in the fourth quarter

Creative: The web development platform's first Super Bowl commercial highlights Wix's mission to simplify website creation, specifically for small business owners, as former NFL quarterback Brett Favre gets business advice from Rex Lee (Lloyd on "Entourage"). Wix followed the lead of web development platform Squarespace, which gained household name status with its debut Super Bowl ad in 2014 and returned in 2015. Wix.com previously ran mostly direct response TV ad campaigns in the U.S., Europe and Latin America.

Agency: The company said it worked directly with Frank Samuel, Jeff Reed and Lauren Bayer of Committee LA, in collaboration with San Francisco creative team Jeff Huggins and Andrea Janetos.